Branding an exhibition series

The Monterey Now exhibition series at the Monterey Museum of Art highlights regional artists who have significantly contributed to the visual arts. The typography and layouts for this brochure needed to be cohesive as a contemporary brand for the exhibition series and also be compatible with a spectrum of artwork—from sculpture to traditional painting, photography and modern installation art. Our strategy was to create a flexible identity system to brand the series, and prominently feature each artist’s unique artwork in related marketing and interpretive materials.